Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
What We Know Today About Internet Communications Jeanne L. Allert, M.Ed Ellipsis Partners We Thought … Put everything (anything) online We Thought … Sizzle Matters We Thought… If We Build It; They Will Come We Thought … If Some is Good, Then MORE Must be Better What We’ve Learned P.A.T.S. Purpose Audience Tools Strategy Have a clear Purpose in mind Awareness of your brand/name Solidify relationship with members A vote Recruit member Sales, Subscriptions, Registrations, Donations Call to action Disseminate information/knowledge Change perceptions Website Purpose “The World’s Online Marketplace” “Where women are going??? Email Purpose General Correspondence Marketing/Branding Timely News Product Sales Call to Action Know Your Audience GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC TECHNOGRAPHIC Zip Code Gender Activities Access City Age Hobbies Platform County Education Opinions Usage Patterns State Income Values Training Region Ethnicity Biases Awareness Country Language Preferences Tech. Culture Continent Lifestyle Brand loyalty Constraints What do you know about them? What don’t you know about them…and need to! Website by Audience Email by Audience What is your level of familiarity with the audience? Are they expecting this email? What is their tolerance level? What type of format can they accept? Have they Opted-In? What Matters Most is Audience MOTIVE Then CONTEXT, KNOWLEDGE, and SKILLSET Websites By Audience Motive Some Things We’ve Learned About Email You MUST Manage Your Lists Ask for preferred email address and state what you will use it for Practice Opt-in or Double Opt-in Attend to Opt-outs immediately Let members manage their own Opt-in and email address changes via your website Use Subject Line to remind recipients to reply for Double Opt-In • • • • • Email or Newsletter…? Do you have that much content? Can you support an editorial schedule? Is your content really “news they can use?” Is there a genuine demand for this? CONTENT is King – offer value, not aesthetics Message Presentation Matters to a KNOWN Market Use of branding/imagery Use of stationery and colors Do you expect the email to be printed? What is the likelihood your audience can support the presentation you’ve created? How important is it to have your brand/identity associated with the content? Does the graphical treatment lend value to the message or detract from it? Stationery and Signatures Speak your Brand • Stationery should enhance your brand; not detract from your message • A simple logo file may be enough • Keep contact info with your emails • Variations on your “signature” • Watch overkill on Signature lines Worth Thinking About… Gilbert Email Manifesto Rule #1: Resources spent on email are more valuable than the same resources spent on Web Rule #2: Build web site around an email strategy Rule #3: Email oriented thinking will yield better strategic thinking overall. “Email is our New Homepage…” What We’ve Learned About the Web Users want the freedom and tools to manipulate or control their experience • • • • Don’t create Flash hostages To PDF or not to PDF? Offer a variety of navigation options Offer choices for format Action words get better results People generally read by scanning, are led by headings, and they still print Disclosure Must Translate into Value…for the User Give the Visitor Options to Communicate Integrating What We Know into What We Do Tools and Strategy Broadcast Communication Tactics Business cards Stationery Television Radio Web Presence Web Directories Print advertising Brochures Press releases Billboards / Signage Coffee cups/Tee Shirts Sponsorships Unspecified market Shotgun approach Single, broad-appeal message Often used to introduce a new, unfamiliar brand Best for branding messages and general awareness Targeted Communication Tactics Market defined by characteristics/demographics May be defined by membership or existing mailing list A more discrete, niche message Collateral Material Annual Reports Publications Direct Mail Events Fax Blasts Cause-Related Marketing Partnerships Website Intimate Communication Tactics Targets the individual Heavy reliance on complex databases “Move to action” message Addresses the most specific needs or narrow messages Requires more trust between Sender and Receiver Personalized email Telephone WAP promotions Peer-to-Peer Referrals/Testimonials Site Personalization Range of Options BROADCAST Business cards Radio Print advertising Billboards / Signage Stationery Website Brochures Cups/T-Shirts Television Web Directories Press releases Sponsorships TARGETED Telesales Trade Shows CD-ROM Blast Fax Publications Listservs Publications Events Partnerships Direct Mail Print Ads Collateral Web Areas INTIMATE Personalized email WAP promotions Site Personalization Telephone Peer-to-Peer 3 sample strategies… GOALS Branding Strategic Positioning Enrollments AUDIENCE Unemployed, underemployed Appeal to the dissatisfied MESSAGE “Get your Dream Job – It’s out there” Appeal to the Imagination IMAGES/DESIGN Action images TACTICS Television Ads Print Ads Multi-city Signage CD-ROM America’s Job Bank Broadcast tactics ~ Intimate message GOALS Rebranding New Market Member Recruitment Member Retention AUDIENCE Familiar with brand; mixed opinion “self made” More “wired” MESSAGE “We’re not just your parent’s AARP” IMAGES/DESIGN Strong contrasts Cropped images TACTICS New Magazine Cross Linking with other AARP sites Direct Mail campaign Website Celebrity exposure AARP Targeted tactics ~ Targeted message Youth Noise GOALS Engage/Educate/Empower Mobilize to Action Targeted & Intimate tactics ~ Intimate message AUDIENCE Youth, ages 13-17 Very “wired” Passionate but unfocused MESSAGE “You Can Do It” Teen angst tone IMAGES/DESIGN Bold, edgy colors Lots of animation/movement TACTICS Interactive Website Peer-to-Peer Messages and Viral Marketing Email Newsletter Downloadable Kits Strategic Communications Calendar Jan Direct Mail Mailing on governance changes Magazine Feature on Governance Sidebar on school discipline Feb Mar Apr Feature on School Discipline Feature on teen violence Feature on “free stuff on the web” Trailer to website resources and survey Newsletter Invite to take web survey Email Featured links for free stuff Web Survey on discipline practices In-Person VM reminder to take web survey • • • • Results of web survey and links to violence sites Launch “free stuff” page Create a (flexible) communications calendar Remind yourself of all the tools at your disposal Create relationships –and dependencies—between tactics Try new tools to test for response Summary Have a clear PURPOSE Know (and keep learning about) your AUDIENCE Be aware of all the TOOLS available to you Formulate a communications STRATEGY Thank you ! Jeanne L. Allert, M.Ed Ellipsis Partners www.ellipsispartners.com [email protected]